Introduction
Welcome to our first Facebook advertising training! I've created this video because you're about to start your advertising journey with us. By the end of this training, you'll understand the three crucial lessons to help you be successful in the world of Facebook advertising.
Here's a quick overview of what we'll cover in this video
- How Facebook works and its business goals
- How the Facebook algorithm decides what content is good or bad, and how this applies to advertising
- Last, we'll cover the three biggest lessons for successful Facebook advertising, which are: testing, luck, and never changing what works (I'll cover those in detail later on)
With that said, let's begin!
Facebook's Goal: Increase Retention
To succeed in Facebook advertising, you need to understand how Facebook works and what its business goals are. By understanding what Facebook wants, you will gain a better idea on how to get good results with your advertising, so let's start there.
For a second, I want you to put yourself in Facebook's shoes. What does Facebook want? Of course, the answer is that they want to be successful, and make a lot of money, but how do they do that? The answer is something called "retention".
Retention is the amount of time someone spends on Facebook. Facebook's primary goal is to increase retention, which means keeping users engaged and on the platform for as long as possible. To achieve this, Facebook wants to show users content they actually want to see. The more Facebook has content that people want to see, the more its users will spend time on Facebook. This is where the "algorithm" comes in.
How Facebook's Algorithm Works
Facebook's algorithm is like a gatekeeper, deciding which content will reach more people. The algorithm decides if your content is "good" based on how many people engage with your content. The more users engage with your content (by liking, commenting, and sharing the content), the more Facebook rewards you by spreading it to more people. However, if users don't engage, Facebook punishes you by showing your content to fewer people.
How does this apply to you?
Why should you care about Facebook's algorithm? The answer is because the same principles apply to advertising.
If you create ads that engage users, Facebook's algorithm will reward you by showing your ads to more people for a cheaper price. This ultimately means that you end up getting more leads at a cheaper price. However, if your ads don't engage users, you'll get fewer leads at a higher cost.
Now, that you understand how Facebook's algorithm works, let's talk about a few lessons.
Lesson 1: Keep Testing
Facebook's algorithm is constantly changing, and what works today might not work tomorrow. Because of this, the first lesson is that you always need to keep testing images, videos, and copy until you find something that works.
Lesson 2: Luck Plays a Role
The second lesson is that luck plays a significant role in Facebook advertising. This is because the initial users who see your ad can make or break its success. For example, if you create an ad about dancing, and the first people who see the ad love dancing, they will engage with it more. Because they engage with it, the Facebook algorithm will think the ad is great and it will show it to more people.
On the other hand, if you create an ad about dancing, and the first people who see the ad do not love dancing, they will not engage with the ad. Because they don't engage with the ad, the Facebook algorithm will think the ad is not good, and it won't show it to as many people.
It's happened to us before that we've launched 2 campaigns with the same images, and the same copy, and one campaign performed way better than the other.
There is a lot of luck involved!
Lesson 3: Don't Change What Works (If you only have one takeaway from this video, this is the one you want to remember)
Because there is luck involved, the most important lesson is to never change something that's working. Once you find an ad that performs well, it's likely due to some luck. By changing something that's working, you might risk losing that luck, and your ad performance could suffer.
In simple terms: Don't change something that is working because you might not get lucky again.
Conclusion
In conclusion, understanding Facebook's algorithm and its goal is crucial for successful advertising. Remember to keep testing until you find something that works, and never change something that is working. By understanding these concepts, you'll be well on your way to thriving in the world of Facebook advertising. Thanks for watching!